30 Copywriting Secrets From The Best Ad Campaign Of All Time

Learn how to write compelling copy by studying print ads written by award-winning copywriters (copywriting pros)

What you'll learn
Write headlines that grab attention
Write headlines that compel prospects to read the body copy
Write headlines that work with visuals
Write opening lines that compel readers to read the rest of the ad
Use irony to grab attention
Follow a simple, step-by-step formula for writing body copy
Build trust with body copy
Find and write unusual testimonials
Write effective endings to a sales message
Write copy that keeps readers reading right to the end
Write clever, effective endings to sales copy
Requirements
Students must know how to write well in English
Description
THIS COURSE IS ALSO INCLUDED IN MY NEW MASTERCLASS ON UDEMY. TAKE IT HERE AS A STAND-ALONE COURSE, OR ENJOY IT ALONG WITH 20 HOURS OF OTHER CONTENT. MY MASTERCLASS ON UDEMY IS CALLED: Alan Sharpe's 20-Hour Copywriting MasterclassIn this course, you’ll learn how to write copy that grabs attention and motivates prospects to buy. I designed this course for anyone who wants a shortcut to learning how to write great copy. By the end of this course, you’ll be able to write copy that gets noticed, gets read and gets results.

  You and I will examine the most successful advertising campaign in history. I’m talking about the newspaper ads for Volkswagen that ran during the 1960s and 1970s. This campaign took a boring, ugly, unknown product and made it one of the most talked-about, popular products in history. I’m going to show you dozens of ads from this campaign. Each one is a case study in how to write clever, powerful, funny, amazing copy.

  You'll see how a successful ad is built. We'll cover headlines, visuals, opening lines, body copy, format of a sales pitch, testimonials, features and benefits, reader engagement, humour, irony, keys to being original, endings, and plenty more.I designed this course for two people: copywriters who want to improve their craft, and aspiring copywriters who want to learn what actually works in copywriting.

  This course contains no theory—just dozens of examples of copy that works, and a detailed explanation of why it works. To get a good idea of what we’ll cover, preview some of the lessons below. Then take this course. Forty years from now, people might be talking about your copy. Hey, you never know.

Overview

Section 1: Introduction and background to the campaign

Lecture 1 Great copy requires great insights.

Section 2: Headlines

Lecture 2 Secret 1: Write a weak headline if your visual is strong

Lecture 3 Secret 2: Sync your headline and your visual

Lecture 4 Secret 3: Write headlines that compel buyers to read your copy

Lecture 5 Secret 4: Make your headline a zinger if your visual is lame

Lecture 6 Secret 5: If in doubt, ask a question

Lecture 7 Secret 6: Start telling a story

Lecture 8 Secret 7: Tie your headline to current events

Lecture 9 Secret 8: Aim for the “hunh?” factor

Lecture 10 Secret 9: Make them smile

Lecture 11 Secret 10: Use headlines for features, images for benefits

Lecture 12 Secret 11: Comparing yourself? Better be clever

Lecture 13 Secret 12: Find headlines in your body copy

Section 3: Opening Lines

Lecture 14 Secret 13: Deliver on the premise of your headline

Lecture 15 Secret 14: If in doubt, ask a question

Lecture 16 Secret 15: Start with irony

Section 4: Strategic Body Copy

Lecture 17 Secret 16: Stick to one idea per ad

Lecture 18 Secret 17: Follow a simple script

Lecture 19 Secret 18: Give multiple benefits for each feature

Lecture 20 Secret 19: Back all claims with proof

Lecture 21 Secret 20: Borrow credibility

Section 5: How to Write Memorable Copy

Lecture 22 Secret 21: Keep your reader reading

Lecture 23 Secret 22: Build trust with specifics

Lecture 24 Secret 23: Write quirky testimonials

Lecture 25 Secret 24: Use parallel structure

Lecture 26 Secret 25: Spin your strongest feature into a theme

Lecture 27 Secret 26: Use original clichés

Lecture 28 Secret 27: Write in pictures

Section 6: Your Ending, and Some Final Thoughts

Lecture 29 Secret 28: Come full circle at the end

Lecture 30 Secret 29: Give your buyer something to think about

Lecture 31 Secret 30: Write like a pro (a few words on style)

Any copywriter who wants to learn copywriting tips from the most successful print advertising campaign in history,Copywriters who want to perfect their craft,Writers who want to learn the basics of how to write effective print advertising copy,This course is not for people who want tips on SEO copywriting,This course does not deal with online copywriting,This course does not offer any advice on how to start a copywriting business